AMAZON SEO: How To Optimize Your Products To Rank Better


When we think of SEO, we typically think of methods that help our web pages rank on Google or similar search engines. But we know the world of SEO is far wider than search engines.
If you own a business that sells things on Amazon, you’ve probably experimented with optimizing your product listings in an effort to gain more visibility. You want clients to be able to locate your products more easily; one approach to ensure that your products are viewed is to have them “rank” higher for specific search queries.
We’ll go into more detail about how this optimization works in this guide. We’ll talk about what Amazon SEO is, why it matters, and how to get your products to rank higher in Amazon searches.

What is Amazon SEO?

Amazon SEO is the practice of getting your products to appear higher in Amazon’s search results. Amazon SEO, like traditional SEO, focuses on optimizing your product listing for specific components, such as

  • Use of Keywords
  • Product Name Product Specifications
  • Backend Keywords for Product Description
  • Product Illustrations
  • Price Strategy for Product Reviews

The Importance of Amazon SEO

Optimizing your product listings will help your products rank higher in search results, allowing more potential customers to locate your listing. More eyeballs on your listing can enhance sales.
Your products may obtain fewer views if you do not use Amazon SEO. 45% of Amazon customers do not proceed to the second page of search results, according to a 2019 Feedvisor survey. Improving your product listings can help you obtain a coveted spot on the first page.

What Is the Difference Between Amazon SEO and SEO?

Conventional SEO and Amazon SEO are based on the same ideas. To rank higher, both require some form of optimization. There are, nevertheless, some significant variances.
Amazon, unlike Google, is an e-commerce site with the primary purpose of increasing sales. Google’s goal is to create a good search experience that encourages users to return.
Amazon rates products in order to make as many sales as possible quickly and efficiently. To accomplish this, it must function differently than Google and other search engines. In contrast to Google, Amazon employs algorithms.

What is the Amazon A9 Algorithm?

The Amazon A9 algorithm is used by Amazon to rate items. Compared to Google’s RankBrain system, it uses fewer ranking signals.
The A9 algorithm evaluates product listings in order to deliver the most relevant results for a customer’s search. The likelihood that a product will result in a purchase is then ranked by Amazon. It accomplishes this by evaluating the relevance and performance of your listings.

Relevancy Ranking Factors on Amazon

The Amazon A9 algorithm examines how relevant your product listing is to the search. It examines where and how your keywords are utilized, as well as how relevant they are to the search query.
Amazon will consider:

  1. Product Title: The relevancy of your product title will be determined by the algorithm. The title of your listing should incorporate the most relevant keywords for your goods.
  2. Seller Name: Another ranking element that Amazon will use to determine your relevance to the search is your seller name. If your name contains keywords, you are more likely to rank.
  3. Keywords: Despite the fact that your keywords are not visible to buyers, Amazon can see and utilize them to determine the nature of your goods. Keywords describe your goods and the search queries for which your listing should appear on Amazon.
  4. Customers can see the brand field just below the listing title. Amazon uses this section to connect products to each other, so make sure you spell your brand name the same way on each listing.
  5. Product Description: To determine how relevant your product description is to the search, Amazon will read every letter of it. You should try to add as much information as possible while also using the most relevant keywords.
  6. Product Features: Similar to your description, product features assist Amazon to evaluate how valuable it would be to include your product in a search. It’s vital to include keywords and product attributes so Amazon thinks your product is relevant.

As you can see from these six ranking factors, keywords play a significant role in presenting your relevance. If your product listing lacks the proper keywords in the right places, it will most likely not appear in Amazon’s search results.
This is why keywords and optimization are so crucial in the realm of Amazon SEO. Yet they aren’t the only thing that impacts how you rank.

Amazon Ranking Factors Linked to Performance

Keep in mind that Amazon is an ecommerce site with a sales purpose. Its algorithm wants to know how likely it is that your things will sell. Performance ranking factors are elements of your product listings that Amazon uses to make this determination.
The Amazon A9 algorithm will take into account:

  1. Click-Through Rate: Based on buyer intent, color, size, or other product attributes, your product listing may receive more clicks from one search query over another. Amazon examines the click performance that your listing has obtained for past queries.
  2. Conversion Rate: Amazon is interested in how many listing clicks resulted in a sale, therefore they will incorporate that into your conversion rate data. Amazon is more likely to show your product to its customers if your conversion rate is better.
  3. Product Price: As the conversion rate is a ranking criterion, your product’s pricing will come into play. A buyer will not pay more for a product if it is available for less from another supplier. Because the price of your goods will ultimately affect your conversion rate, Amazon considers it to be a significant element.
  4. Product Images: The quality of your product photographs is vital to customers and will affect how likely they are to click on your goods from the search results (affecting the click-through rate) and how likely they are to buy (conversion rate). Amazon evaluates your photographs’ quality and optimization in response.
  5. Product Reviews: Consumers are more likely to trust a brand that has received positive feedback. The more reviews your product has, the more trustworthy you appear, and the more likely visitors to your listing will make a purchase. While evaluating your performance, Amazon’s algorithm takes into account the number of reviews and the rating.

Performance ranking elements drive Amazon’s goal of selling swiftly and efficiently to as many people as feasible. It is critical to demonstrate to Amazon that buyers will buy your goods when they see them.

How Amazon SEO works

#1. The Amazon Search Field

Customers can search for items by typing a term or phrase into the search box at the top of the homepage. A drop-down menu of departments makes it easy for online consumers to find products using the Amazon search box. Amazon finds relevant results for the word or phrase, and customers can refine their search to reduce the results.

#2. Search Filters

In searching for products, buyers can use numerous filters to present search results in a specific order, including:

  • Department
  • Best Sellers (the most popular products based on sales)
  • New releases or new arrivals
  • Featured Items
  • Customer feedback
  • Shakers and Movers (biggest gainers in sales rank over 24 hours)
  • High or low price
  • Devices and digital content
  • Programs and features (such as Subscribe & Save, Small & Medium Businesses, and more)

#3. Search Results Page

Search results may be influenced by the following factors:

  • Product names and descriptions
  • Images that have been optimized
  • Specifications of the product
  • Competitive Pricing

To enhance your rating in Amazon search results, you can utilize SEO to optimize each of these characteristics. For more information, read the remainder of this article.

#4. Sponsored Products

Sponsored Products are cost-per-click (CPC) adverts that sellers can employ to promote specific product listings in Amazon stores. They are only available to sellers who have a Professional seller account and are registered with Amazon Brand Registry. Advertising appears on product detail pages and shopping results pages.

Amazon will generate and match adverts to shopping inquiries automatically. Sponsored Items will help you attract high-intent buyers who are actively shopping for products comparable to those you’ve listed.
Did you know?
The Listing Quality Dashboard is a tool in Seller Central that highlights specific product details. The dashboard identifies product listings that should be improved and makes recommendations on the product attributes you should include.

Amazon sales rank based on seller performance metrics such as account health, reviews, product price, and other variables. In general, the higher you rank, the greater your selling potential.

Best Techniques for General Amazon SEO

#1. Avoid using the same keywords twice.

Concentrate on giving a great customer experience. Write organically and with the goal of providing customers with the information they need to make a purchasing choice.
Keyword repetition (also known as keyword stuffing) can be detrimental and work against you.

Keyword stuffing is when you utilize the same terms repeatedly in your text. While it was formerly a good SEO tactic, it resulted in a terrible user experience by making it harder for customers to find the products they were looking for. Keyword stuffing is a harmful SEO strategy that may potentially result in fines and the loss of potential clients.

#2. Focus sales copy on the customer.

  • On your product page, respond to prior seller questions and product inquiries.
  • Strive to anticipate and focus on what your customer wants to know about a product rather than what you want to say about it.

#3. Assist in raising your rankings.

  • Utilize Amazon Fulfillment (FBA).
  • Enroll in Brand Registry to use A+ Content.
  • To qualify for the Prime badge and fast, free shipping, become an Amazon Prime seller, which is included when you enroll in FBA. Customers who routinely search for products with the Prime logo may benefit from this.

#4. For listings, follow these fundamental style tips:

  • Be descriptive while remaining clear and succinct.
  • Be compelling without being aggressive or gimmicky.
  • Be accurate and genuine about the condition and quality of the merchandise.
  • Avoid making inflated or subjective claims.

#5. Save the Amazon Quick Start Seller Style Guide to your computer.

Build outstanding product information pages by adhering to the guidelines for items to avoid and using consistent formatting for:

  • Title, capitalizations, and numbers.
  • Brand names, trademarks, and emblems.
  • Dos and don’ts for major feature (bullet point) information.
  • What to include and not mention in product descriptions.
  • Further image tips, as well as how to avoid a quality alert on your listing.

By enhancing your Amazon SEO game, you can increase product visibility, improve the customer journey, connect with more customers, and increase sales.

Is Regarded as a Search Engine?

Yes. can be used as a search engine in addition to being an e-commerce platform.
Customers frequently use Amazon to compare prices and identify things they want to buy.
While determining which things to sell online, sellers frequently consult Amazon for market research.
Furthermore, since the launch of Alexa, data is frequently used to answer voice search requests.

How Often Does the Amazon Search Algorithm Get Updated?

Amazon doesn’t normally notify when there is an upgrade to their search algorithm.
This makes it impossible to predict how frequently the Amazon ranking algorithm changes.
Fortunately, the underlying algorithm is fairly stable.

What is Amazon SERP?

The Amazon SERP is the results presented to users after conducting a product search on SERP stands for search engine results page.

Steps To Finding the Best Keywords for Amazon Listings

Choosing the appropriate keywords can help you increase your traffic and improve your Amazon SEO. Keyword research is the first step in locating good, relevant keywords.
As with traditional SEO, Amazon SEO keyword research is all about selecting the proper keyword for your product listings on Amazon. You’ll still need to take into account the two criteria we mentioned earlier:

  • Relevancy: Think about how relevant the keyword is. Pick a term that your customers use to find products like yours.
  • Performance: you should also choose keywords depending on their ability to perform. Consider the search volume of the keyword as well, otherwise, you risk reducing the number of clients you reach.

Of course, there are numerous keyword research tools available to assist you in locating the appropriate terms and their search volumes. There are also specific tools that can tell you what people are searching for on Amazon and how many people are searching for it.

What are Some Amazon SEO Tools?

To assist sellers in building and growing their businesses on, Amazon provides various tools. Here is a list of SEO tools:

  • When utilized properly, A+ Content (previously Augmented Brand Content) allows you to convey product characteristics in new ways by using a unique brand story, enhanced photos, and text placements, which can result in higher conversion rates, increased traffic, and increased sales.
  • The Listing Quality Dashboard is a tool on Seller Central that emphasizes vital product information for customers, displays you product listings that require improvement, and provides advice on which product attributes you should provide.
  • The Manage Your Experiments feature allows you to test different product photos, names, and A+ Content to see which performs best. Experiment with A/B testing to determine which material generates the most sales.
  • Tools to upload high-quality photos to listings. See how to use the Amazon Seller app to optimize photographs.
  • Amazon-approved third-party apps and services are available through the Seller Central Partner Network to assist with performance tracking, reporting tools, customer metrics, and more.
  • Seller University provides educational resources and tools to help Amazon’s selling partners learn and flourish.
  • For assistance in increasing your selling success, turn to Amazon Selling Coach.


To optimize your product listing, use the tips in this guide and select relevant keywords. You may see some improvement in your Amazon rankings, but that doesn’t mean you should relax.
Amazon SEO, like traditional SEO, is constantly evolving, so you must stay on top of your Amazon listings. Constantly tweaking and managing the aspects of your listing that the Amazon A9 algorithm tracks.
Maintenance can help you appear in the relevant searches and, as a result, attract more traffic.


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